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National Repository of Grey Literature

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Differences in behavior of target groups of customers and their consideration in marketing communication Trnková, Kristína ; Milichovský, František (referee) ; Mráček, Pavel (advisor) This bachelor thesis deals with the problem of diversity and differences of the customers‘ behaviour on Slovak and Czech market and applies theoretical knowledge on a specific automotive company. Based on research method, such as interview planned in advance, analysis of demografic structure of population and marketing mix, conclusions, differences in customer characteristics and in specific tools of marketing communication were deduced. Detailed record

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